A Surprise Jump for BlackBerry
BlackBerry has had a rough time the last five years. There’s no end to the predictions of the company’s demise. Whenever and wherever there’s a comment about the company, it reads like “What’s a BlackBerry?” or “You’re joking, BlackBerry is still around?” or “Is the company still in the mobile phone business?” The reality is that the company seems to be climbing back. Who would have thought? That’s the perfect example of the statements that flood the tech market. Blackberry stocks are on the rebound, and those who navigate the stock market for a living are watching closely.
Why Is BlackBerry Still in the Game?
John Chen could be the answer. He’s the latest BlackBerry CEO and has a record for turning companies around. Since he took over the helm, the company’s stocks is up 50 percent. He turned the company’s focus back on enterprise. You can see this in the release of BlackBerry’s Passport. It has the right name, look, feel and functionality. BlackBerry’s focus is now on software and services.
Other bold, interesting moves include a strategic partnership with Samsung’s Knox Platform that allows smartphone users to safely operate the same mobile device for work and personal use. One can only assume that they’ve solved the “security” issue. BackBerry’s WorkLife has similar capabilities. BlackBerry Blend allows users to, seamlessly, transfer messaging from your BlackBerry smartphone to your tablet and computer. BlackBerry is getting people’s attention. That’s why they’re still in the game and making headway.
Challenges to Overcome
Still a big challenge for BlackBerry is its independence on online sales. Trying to find a BB10 device through a retail outlet is a chore. There might also be a speedbump with users trying to figure out how it operates. iOS (built in security) and Android systems have made their operating systems easy to grasp. If John Chen is the man that people think he is, he’s already working on the problem. Expect to see new advertisement and an increase in its retail store presence. BlackBerry knows its market is B2B. It’s not likely to venture too far into the consumer market.
Yes. Blackberry is coming back and will survive. They’re managing their supply chain, inventories, cash and future growth. These are the signs of a company that’s alive and kicking. They have a new leader at the helm who understands leadership. He’s patient, and his team knows he’s not trying to make the company everything to everybody. He has a vision, and that inspires loyalty. Expect to see big things from BlackBerry going forward.
Jonah Engler is a finance expert, former stockbroker and full-time coffee lover who resides in NYC.